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Thursday, August 18, 2016

City BMM Students “Shoot To Kill...Tobacco”

In a country where every second issue struggles to keep its head up for
social attention, tobacco awareness lies at the bottom of the pit as far as
focus is concerned. But a bunch of enthusiastic young media students from
Mumbai have taken the first steps to change this priority.

“Shoot to Kill Tobacco: Make an AV contest” is the city’s largest BMM
only initiative launched by the Salaam Bombay Foundation, involving young media
students who scratched their heads to create innovative audio-visuals, aimed at
changing the pace of anti-tobacco awareness in the city.

On Wednesday, the team from Sathaye College was an elated bunch as
their AV won the first prize at the competition. The winners were felicitated
at a function held at the Mudra House, Mumbai, which headquarters India’s
largest integrated marketing communications and services network, the DDB Mudra
group. The event was attended by eminent personalities from the media and film industry.

As part of the contest, students from Mumbai’s top BMM colleges were
required to produce a three to four-minute-long audio-visual which could be a
docu-film, an advertisement, a news package or any other that fit the AV format
and focused on addressing the issues of tobacco usage in India. The winner was
shortlisted by a grand jury comprising of some of the most renowned names from
the industry including musician Salim Merchant, ace photographer Atul Kasbekar,
Sonal Dabral, Chairman & CCO, DDB Mudra Group and Nikhil Taneja, Head of
Content & Development, Y-Films and noted Bollywood screenplay and script
writer Rekha Nigam.

Students from some of the most prestigious colleges in the city
including, K L Raheja, MD, Thakur, Sathaye, Patkar amongst others participated
in the contest. Each college had two teams representing it. What made the
contest even more distinctive was the fact that the winning team received the propitious
opportunity to pursue a one-month internship with the Mudra Group.

The team at Salaam Bombay Foundation conceptualized the idea of the
contest as an endeavour to sensitise youngsters and create awareness among them
about the ill effects of tobacco use through fresh out-of-the-box ideas. Also,
with a growing demand for tobacco-control messages that are more creative, more
appealing and less horrific, the team hoped that an attempt like this one could
bring in a fresh perspective to tobacco-control campaigns. Said Aditi Parikh,
VP, Communications & Development, Salaam Bombay Foundation, “Most of the
images that are used in tobacco ads are so horrific that they turn off the
viewer. But the issue is very critical and needs to reach more and more people.
Through this contest, Salaam Bombay Foundation is offering an opportunity for
the youth to reach out to their own age group and raise awareness about an
issue which needs critical social attention”

The contest also gave the participating students an opportunity to
showcase their work before some of the best minds in media. Mr. Sonal Dabral,
who was part of the jury that selected the winning team, said "The quality
of work presented by the participants today was excellent. Use of tobacco in
India is a pressing matter and needs fresh thinking to provide effective
communication solutions. It was therefore a delight to see these young creative
minds grapple with this difficult subject and come up with such engaging
ideas.”

One of the students from the winning team said. “Tobacco is a well
acknowledged social and health evil. It affects young as well as old people
alike and it is important to create awareness about the issue and the audio
visual medium is one of the best ways to do that. We are glad that Salaam
Bombay Foundation provided us this platform through this contest to bring out
our ideas about this danger.”

Through the initiative, Salaam Bombay Foundation also aimed to create
awareness among youngsters about the marketing tactics used by tobacco
companies around schools and colleges to attract youth. Said Ms. Parikh, “Our
colleges are huge breeding grounds for tobacco addiction. Exposure to various
marketing strategies by tobacco companies makes the students more vulnerable. Through
this contest we wanted to offer an opportunity for the youth to reach out to
their own age group and raise awareness about an issue which needs critical
social attention.”

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